Not only is this Cook’s “grand vision,” but also his main focus, the report goes on. “Cook has made this idea a top priority for the company and is hell-bent on creating an industry-leading product before Meta can. ‘Tim cares about nothing else,’ says someone with knowledge of the matter. ‘It’s the only thing he’s really spending his time on from a product development standpoint,’ Gurman insists.

Such hardware is a long way off, pretty much everyone acknowledges, but it seems that Meta’s success with its Ray-Bans has been noticed by Apple.

That’s no surprise: the Ray-Ban Meta specs are remarkable kit. I was highly skeptical when I first saw them, but they quickly won me round, offering a balance between great-looking frames and neat, easily intuited features. Listening to music, taking photos and asking Meta what you’re looking at, for instance, all work smoothly.

So, Apple may be looking for something similar: “Meta has already found success with a new category of non-AR glasses — ones specifically for taking pictures and AI — as it moves toward AR spectacles. Likewise, Apple is seeking an interim solution. That involves adding AI-enabled cameras to the Apple Watch and AirPods over the next couple of years,” it’s claimed.

Though Apple’s focus on privacy means there’s no certainty that Apple’s version will capture content in the way Meta’s do. There’s no timetable, but the thought of Apple’s smart glasses being under development is exciting.